Our revenue increased by 40% when using these 5 steps to Acquiring Customers
Do you need help in acquiring customers for your business?
Of course you do
Here at Sugarcane, we have compiled a guide that shows you how to do just this. We have pooled together a collection of tried and tested techniques and tips, that have all one thing in common. They are all designed with the sole purpose of acquiring customers for your business.
So, how is it done?
We have focused here on 5 areas that we know will increase revenue, but also, should be achievable for your business, regardless of size. By focusing on the key areas listed below, you will be well on your way to acquiring customers for your business.
 BRAND CREDIBILITY
How to create a brand that sells for you
 ARE YOU BEING SEEN, HEARD & TALKED ABOUT
How visible are you to your existing and potential customers
 CREATE A NEW LEAD FUNNEL
Here’s how to create a marketing funnel to turn cold leads into clients
 KNOW WHAT YOUR LEADS ARE INTERESTED IN
By knowing what your potential clients are interested in, you can shape your marketing to suit their interests
 RE-TARGETING AND KEEPING YOUR CUSTOMERS
Once you have new customers, the real value lies in keeping them
Your Brand… What is it?
This is a question that a lot of companies either don’t ask themselves or don’t know the answer to
Your brand identity is set by the ethos and principles of how you genuinely want to run your company. It’s very important that it is a genuine ethos as well.
Develop your brand principles and stick to them
Make it genuine, something that is entrenched in your personality and carried out naturally to your colleagues and clients.
Use you message consistently throughout all marketing materials
Consistency creates familiarity. Make sure your message is constant when producing your marketing materials.
Provide Social Proof
Your clients selling your services to potential clients is extremely powerful. Use testimonials, case studies and most importantly, video testimonials as a regular strategy.
Testimonials in the written word are good, but video testimonials are worth their weight in gold. Video has an 80% click through rate when used on your website, and a lot of people are visual learners, so a video of one of your clients extolling your virtues is an extremely effective business generation tool.
REMEMBER – GETTING YOUR BRAND RIGHT PROVIDES A BEDROCK OF CREDIBILITY THAT WILL DIRECTLY AND INDIRECTLY SELL YOUR COMPANIES PRODUCTS AND SERVICES OVER A LONG PERIOD OF TIME!
Are You Being Seen?
Being visible to your client base is a question of your website being as effective as it can possibly be, in terms of client exposure
Your website needs to be a free flowing sales and communication tool. To achieve this the first step is to get the basics right.This means firstly choosing the most effective platform to build your site on. By this we mean WordPress. It is the most effective platform to win new customers.
The next step to being visible online will be maximising your website’ SEO potential. Perhaps the most important part of this process is getting the foundations right, because, ultimately, the other 2 steps will not be nearly as effective if the foundations aren’t set right.
Things to consider for this first stage would be to check Webmaster tools, check Google index, check your backlinks, check your robots.txt file and check your WordPress settings. These checks basically show you how Google is finding your website and highlight any issues they may find.
Once the foundations are set, then the second stage activity would be to boost your SEO capability by using the Yoast WordPress plugin. This gives you a tick list of SEO boosting options, like focus keywords, SEO titles and meta descriptions for each page of your website.
Are You Being Heard?
The cornerstone of this activity will be your blogging strategy as Google loves fresh relevant well written content. Blog posts full of value, videos that provide tips and solutions for your customers, videos that your existing customers can tell potential customers how great you are at what you do.
Are You Being talked About?
So, once you have worked on your website to be seen and to be heard, the inevitable consequence of this will be, you will be talked about!
By working on your website in terms of maximising the SEO, sharing value and benefit through your content, you are priming your website to become your ultimate selling tool.
Even a few weeks of increasing your content marketing output can reap rewards, as the above statistics show.
REMEMBER – LAYING THE FOUNDATIONS RIGHT FOR YOUR WEBSITE IS CRITICAL IF YOU WANT TO EFFECTIVE IN ACQUIRING CUSTOMERS FROM YOUR WEBSITE – IT SIMPLY WON’T HAPPEN IF THE FOUNDATIONS AREN’T RIGHT
Create Your Lead Funnel
Now that you have primed your website to increase traffic, engagement and new leads, it’s time to create a new lead funnel. An essential step in acquiring customers.
This activity typically has 3 stages to it. All stages have a specific goal and that is to move the prospect through the marketing funnel to the next stage. The stages are cold leads, turning them into warm leads, then finally into hot leads and repeat customers.
Without converting cold traffic, there are no new existing customers, no new blood, no loyal customers. With no cold traffic your customer base will stagnate and eventually diminish. You need to run valuable content to your cold traffic.
This content can be things like: Guides, How to lists, Statistics that highlight and solve a problem, Blog posts, Video content, Podcasts, Quizzes, Surveys. As long as your content is valuable, useful or highlighting and solving a problem, the vehicle for getting it out there can be any of the above.
Warm Traffic Is All About Acquistion
The acquisition of interest, the acquisition of a lead, but most importantly paving the way for acquiring customers.
By this we mean a potential customer that is aware of you, your company and at least interested in certain aspects of your business. The lead is now warmed up to your offer. You essentially need to be offering something with a high perceived value in return for their email address.
Thinking of it like a relationship, this is the time to show you care and that you can build up trust. It’s time to show that you are serious about developing this relationship.
Hot Traffic – The Exciting Stuff
The main objective that you want from your Hot Traffic is to convert them into paying customers. Once they buy from you, once they’ve used your service, they are a customer.
The services and products used to convert a sale to your Hot Traffic are things like; High Worth Core Service, Done for you Services, Events and Paid Webinars. This doesn’t seem a lot to go at, but basically the first 2 are your core services presented just a little differently.
An example. If you have given a high value guide on how to SEO your website in the Warm Traffic stage, then you can follow up with a communication like: ‘We’ve taught you how to SEO your website, we know your time is valuable, so do you want us to do it for you’.
REMEMBER – COLD LEADS ARE THE FUTURE LIFE BLOOD OF YOUR BUSINESS. WITHOUT THEM YOU CANNOT GROW. BUT THAT’S ONLY THE HALF OF IT. NUTURING THEM AND ACQUIRING THEM AS LONG TERM CUSTOMERS ALLOWS YOU TO GROW
Target Specific Clients with Specific Interests
An essential activity throughout all 3 stages of the sales funnel is to segment your leads into areas that they have shown interest in. This is called pixelling.
So, what is pixelling? Using Facebook as an example of where potential customers will read your content, A PIXEL is a piece of code that Facebook gives you to be placed on every page of your website. This then enables Facebook to know when someone has visited your website and adds them to a list in your Facebook Audiences section.
How is this useful? How do you know who has visited specific pages relating to your many offerings? Simple! Once you have the pixel code in place, you can create as many custom audiences as you like and stipulate that each audience is made up of people who have visited certain pages.
For example, we have published 2 posts on Content Marketing recently. We have created a custom audience to tell us who has visited those 2 pages and we now have an ultra specific custom audience of “leads”, not “likes” who we know are interested in Content Marketing. We can use this information to
try to turn this list into fully fledged customers.
REMEMBER – KNOWING WHAT YOUR POTENTIAL NEW CUSTOMER IS INTERESTED IN MAKES THE ACQUISITION A WHOLE LOT EASIER – SPECIFIC TARGETING WILL HELP YOU TO WIN MORE WORK AND CUSTOMERS
Once You Have Acquired a New Customer, the Real Value Lies in Keeping Them
This part of the relationship is the most important aspect of the entire process. It makes all your hard work in acquiring customers worthwhile.
If you are constantly sending your existing customer base valuable content. Making them offers, making them aware of your other core offers and adding value, then your revenue from that client will increase greatly. In most businesses, when you analyse where your revenue comes from, the highest percentage is always from repeat work and recommendation from existing customers.
You Need to Keep Feeding That
The best way of maximising revenue from the customers that you have acquired is to invest in a mechanism. A vehicle that keeps the wheels turning. Imagine a mechanism that will automate all
your digital marketing campaigns. A mechanism that’s constantly communicating and responding
to your customers actions.
A Mechanism That makes You Money
By using a fully automated CRM marketing system like Infusionsoft, (there are others available) you will be way ahead of most of your competitors in acquiring customers and in the way you market your company. Simply put, most companies don’t know how to set up an automated system or indeed, how to market themselves digitally.
REMEMBER – WHEN YOU’VE ACQUIRED A NEW CUSTOMER THE REAL VALUE FOR YOUR BOTTOM LINE IS TO KEEP THE CUSTOMER WANTING AND USING YOUR SERVICES FOR A LONG PERIOD OF TIME